ERIC Number: ED203362
Record Type: RIE
Publication Date: 1981-Aug
Reference Count: 0
Dimensions of Gratifications Sought and Gratifications Obtained: A Study of "Good Morning America" and "Today."
Rayburn, J. D., II; Palmgreen, Philip
A study investigated the dimensions of gratifications sought (GS) and gratifications obtained (GO) from two competing network television programs--ABC's "Good Morning America" and NBC's "Today"--in terms of (1) the differences between the dimensional structure of GS and GO for the viewers of each separate program and (2) the between-program differences in GS-GO patterns. Telephone interviews were conducted with 374 individuals in an urban area. To qualify as a respondent, the individual phoned had to watch at least one of the two programs at least twice a week. The subjects were asked a series of questions designed to measure GS and GO, as well as questions concerning their perceptions of the regular personalities on each program, the format of the program, and the overall quality of the program's news coverage. Demographic information was also elicited. In general, the dimensions of GS and GO for viewers of both programs were similar. However, differences occurred for both sets of viewers when GS structure was compared to GO structure within programs. The findings suggest that GS and GO are both conceptually and empirically distinct and that this distinction can advance the understanding of mass communication processes. (FL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Audience Response; Media Use
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (64th, East Lansing, MI, August 8-11, 1981).